bmi brand
With reference to the value of the bmi brand name being kept- i'm not so sure. You only have to look at people complaining on bmi mainline social media sites about early closure of bmibaby and vice versa about bmi closure to see that many don't recognise the difference, which I believe has, in part, led to the damage the brand has incurred. SAH would have to be very careful about how they market their 'new' airline.